The collective

Good people.
Different perspectives.

We bring experience from inside brands, production companies and media platforms. Working together, we can see the project from more than one side.

Lubor Keliar

Brand building and creative strategy

Lubor helps brands find a meaningful place in culture. His experience includes Red Bull, the LA Clippers and Shopify, alongside strategy and creative work for established brands and emerging businesses through Baker Echo.

Cabral Richards

Athlete storytelling and talent

Cabral “Cabbie” Richards brings more than twenty years of experience finding the personality behind the athlete. His work spans The Score, TSN, Bleacher Report and Sportsnet, with an approach built around entertainment, access and the relationship between talent and audience.

Rob Sheard

Brand strategy and content

Rob connects brand strategy with content development, distribution and monetization. His experience spans Sheard Media, Zero Point Zero Production and Breville, with credits including The Mind of a Chef, Wasted! The Story of Food Waste and MeatEater.

Colin McRae

Production and entertainment commerce

Colin works where entertainment, marketing and commerce meet. His experience includes premium films and series, creator channels, live productions and merchandise, with projects across Vice Media, Shopify, Disney+ and other global platforms.

Frank Samson

Live direction and production

Frank directs and produces live experiences across sports, gaming, music and culture. His work includes Ninja’s New Year’s Eve special and productions for brands such as DraftKings, Red Bull, Activision and EA Sports.

Hayley Dineen

Merchandise and product development

Hayley turns creative ideas into products. Her experience spans merchandise strategy, design and product development for brands including Playboy, Yeezy, Wu Tang and OVO, connecting creative direction with operational execution.